Gear Seven/Arc Studios/Shift
I Like Music
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Carat’s Comedy Bodyform Spoof



Bodyform reacts to viral Facebook rant with 'the truth' about periods...

Carat’s Comedy Bodyform Spoof


A spoof video, conceived by Carat, in response to one man’s post on the Bodyform Facebook page, which subsequently went viral, has been cited by Mashable as “the best response ever to a Facebook rant – period”. 
SCA, manufacturers of Bodyform, unveiled the tongue-in-cheek film, a week on from a post made on the brand’s Facebook page.
Carat co-ordinated the idea for the video response, overseeing production, which included filming in Regents Park over the weekend and managing social amplification. The film features Caroline Williams, the fictional ‘CEO of Bodyform’, addressing Richard Neill who made the original post. She humorously talks through the history of Bodyform advertising and the maintenance of the ‘period myth’. 
The concept was brought to life by Rubber Republic who produced a highly amusing script and filmed it in a quirky and interesting way to provoke genuine conversation. 
Yulia Kretova, Brand Controller, at Bodyform said: “We found Richard’s post very amusing and wanted to continue the positive dialogue around periods that this generated. Working with the brand for 5 years breaking down the taboo around Bodyform and periods has always been a challenge and I hope that we have started to address this. Carat has created an original and uniquely personalised response, brilliantly PR-ed by Myriad, allowing Bodyform to quickly engage in consumer conversations in a meaningful way.” 
Rachael Lake, Communications Planning Manager at Carat said: “Bodyform’s advertisements have a long, distinguished history that we wanted to build on in our film. Our carefully crafted response to the Facebook post is deliberately playful and uses video to present a humorous and spirited take on an often slightly taboo subject.” 
Check out the full Facebook rant that triggered the campaign:
“Hi, as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding, rollercoasters, dancing, parachuting, why couldn't I get to enjoy this time of joy and 'blue water' and wings!! Dam my penis!! Then I got a girlfriend, was so happy and couldn't wait for this joyous adventurous time of the month to happen lied !! There was no joy, no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving, gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform, you crafty bugger”
Project name Bodyform Responds :: The Truth
Client Yulia Kretova, Bodyform Brand Controller, SCA
Brief to Carat
Creative agency Rubber Republic 
Copywriter Matt Golding, Rory Ahern, Tiffany Maddox, Tom Wainwright
Art director Matt Golding
Planner (creative agency) – n/a
Media agency Carat
Media planner Rachael Lake & Digital was Rachael Clark & Coral Baker-Hoummady
Media spend £4K media spend
Designer – n/a
Exposure :
Youtube – over 170K views (immature data – likely to be far higher) (Youtube Analytics)
 Facebook –85K people talking about it since yesterday generating a reach of nearly a million
Twitter  - (Sysomos) – 35,027 tweets generating 130 million impressions (correct as of 10am on 17th October)
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world., Thu, 18 Oct 2012 12:50:42 GMT